Coles says life doesn’t have to get in the way of a shop in new campaign via Smith St


Life doesn’t have to get in the way of a shop. That’s the message of Coles Group specialised marketing agency Smith St, promoting Coles Online’s Rapid Home Delivery and Rapid Click & Collect.


The films point to life moments in which Rapid Home Delivery and Rapid Click & Collect would make a big difference: a mum stuck in her child’s recorder performance, a dog mum stuck under the furry friend sprawled across her lap.

Rapid Delivery gives customers access to home delivery in as little as 90 minutes,1 while Rapid Click & Collect lets Aussies pick up groceries in as little as 60 minutes across 467 stores nationwide for the first time ever.

With staples like bread and milk, or last-minute dinner ingredients like a hot chicken and fresh vegetables, high on the priority list for online shoppers, Coles has been busy finding ways to give time-poor shoppers the convenience they crave.

Says Bianca Mundy, head of brand and media, Coles: “As a business, we’ve put a real emphasis on connecting with our customers through convenience. A significant part of this has been a strong focus on tightening turnaround times for our online offering.

“This campaign is a fun solution to a serious business focus for us.”

Says Chris Taylor, senior creative, Smith St: “Each film centres around everyday moments that have been given a bit of inescapable urgency for comedic relevance. Teaching a group of kids how to play Hot Cross Buns so they were good enough to play it, but not that good, was a real highlight.”

Client: Coles 
Kate Bailey – General Manager Brand, Digital & Media 
Bianca Mundy – Head of Brand & Media 
Matthew Tovey – Senior Marketing Manager – Coles Online 
Trent Norkus - Product Marketing Manager – Coles Online 

Agency: Smith St 
Head of Planning  – Matt Pearce 
Experience Strategy Director – Rebecca de Hennin 
Engagement Lead – Jennifer Baker 
Engagement Director – Jessica Fletcher 
Engagement Manager – Oliver Corcoran 
Executive Creative Director – Psembi Kinstan 
Creative Director – Jessica Harold 
Creative Director – Cameron Trollope 
Senior Copywriter – Chris Taylor 
Senior Art Director – Ben Grant 
Head of Production – Sonia McLaverty 
Production – FINCH 
Digital Design Director – Petar Zivkovic 
Digital Designer – Jamie Ryan 
Digital Delivery Director – Kenny Woo